Market Definition and Positioning Summary Memorandum

City of Warrenville Regional Brand Positioning Phase 1: Market Definition and Positioning Summary Memorandum

Presented by Business Districts, Inc. in Association with Cindy Bohde Enterprises, Inc. and wohltgroup

March 28, 2017

DRAFT Warrenville City Council Project Advisory Committee

David Brummel Peter Aguilera Sue Tripp Michael Hoffmann Mayor Ward 3 Alderman Natalia Domovessova Bill Weidner Fred Bevier Kathryn Davolos Leah Goodman Cristina White Ward 1 Alderman Ward 3 Alderman Ron Mentzer Sandy Whitmer Stuart Aschauer Clare Barry Ward 1 Alderman Ward 4 Alderman Phil Mrzlak Luke Wyss Robert (Bob) Wilson Leah Goodman Justin Roach Ward 2 Alderman Ward 4 Alderman Bill Weidner Ward 2 Alderman

PHASE 1: PHASE 2 PHASE 3 Market Definition and Positioning Marketing Plan Development Marketing Implementation Plan Project Initiation Preliminary Marketing Plan Final Refinements and Identity Guidelines Interviews Staff Meeting Existing Perceptions Survey Community Marketing Focus Groups Implementation Peer Community Marketing Advisory Workshop Review City Council Presentation Communications Audit SWOT Analysis Staff Meeting Advisory Workshop SUMMARY MEMO / COUNCIL PRESENTATION Positioning Warrenville

Introduction Phase 1 of Warrenville’s Regional Positioning and Branding Plan Project analyzed current conditions and reviewed community branding / marketing programs in nearby communities. This analysis identified the unique attributes of the City’s character and culture resources, community aspirations and marketplace opportunities. Collectively, this analysis formed the framework for developing a community guided, market supported regional positioning strategy (below). The position clearly differentiates Warrenville from its peers, and the brand promise expresses the regional position in a concise manner.

This memorandum details the project work completed thus far, along with guidance provided by the Project Group and Advisory Committee. That work contributed to the regional positioning statement and brand promise. In the second phase of the project, a marketing plan will be drafted that includes keyand supporting messages customized for specific goals – civic, business, residential and visitors. The preliminary marketing plan will also include a preliminary marketing outline that identifies advertising, promotion, and special event concepts.

POSITIONING STATEMENT The operative word for Warrenville is “NATURAL.” Warrenville is a NATURAL destination for active recreational enthusiasts and the businesses that support them because of its location at the nexus of DuPage County’s most expansive greenway system comprised of forest preserves, trails, rivers and lakes. Warrenville is a NATURAL location for companies seeking to attract talent and grow their businesses because of its access to the I-88 Illinois Technology and Research Corridor, its range of office / industrial space options and its close proximity to world class quality of life amenities. Finally, Warrenville is a NATURAL location to live and raise a family because of its outstanding schools, variety of residential living options, proximity to quality jobs, abundant recreational amenities, small town character and, above all, its cherished sense of community.

A concise community brand promise was developed based on the regional positioning statement: Warrenville will be naturally recognized for its abundant recreational amenities, premier DuPage County location for business and range of residential living options.

1 Establishing an Authentic Regional Brand Position At its most basic, a brand is a promise, the gut feeling one has about the quality of an entity when they see it graphically or physically represented in an applications such as advertising, packaging, websites, signage or building design. Branding, by extension, is the act of managing the brand promise. Defining a brand promise for Warrenville is ideally the starting point of a management practice that responds to changing conditions over time. In short, the initial brand positioning for Warrenville should not be viewed as either static or etched in stone. One of the basic tenets of marketing is to never promise something that cannot be delivered. As the variables that define the Warrenville product and experience change, the brand promise – and the municipal "product" – must adjust in order to remain valid.

With Warrenville’s recently completed Strategic / Economic Development Plan, there is a strong vision for the City’s future that supports this regional positioning effort. In many respects, the Warrenville Regional Brand Positioning project can be viewed as an extension of the economic development planning effort – a vehicle for communicating to both internal and external audiences the value of the plan's recommended development strategies, how those strategies will strengthen the Warrenville "brand experience," and why doing so will drive future investment.

Marketing programs for communities emerge where resources, marketplace opportunities, and community aspirations

MARKETPLACE OPPORTUNITIES

REGIONAL POSITION

RESOURCES COMMUNITY ASPIRATIONS

2 For example, community members may want certain qualities or features incorporated into the City’s product and experience. However, if those aspirations cannot be supported by available resources or marketplace opportunities, then the marketing program would fail to deliver on that promise.

That said, a placebrand promise can include aspirational elements – but those managing the brand must clearly and consistently demonstrate that the aspirational element is being supported on a continuing basis.

This project included an image poll, a review of existing plans and data, site surveys and personal interviews with stakeholders, and guidance provided by the project's Advisory Committee and Project Work Group (this document’s appendix contains a summary of the interview and image poll results). From this research, the BDI Team identified a number of community assets that define the City’s existing profile and character as well as community aspirations.

How would you describe the What should the “personality” of “personality” of Warrenville:? Warrenville be to make it more appealing to business?

3 Strengths, Weaknesses, Opportunities and Threats (S.W.O.T.) Analysis Summary An important aspect of effective branding is the concept of "differentiation" – the degree to which a brand's key attributes are seen to be distinctly different from those of competitors. Identifying Warrenville’s key differentiating characteristics began with a classic “SWOT” (Strengths / Weaknesses / Opportunities / Threats) analysis. "Strengths" were Warrenville resources that provide competitive advantages. "Weaknesses" were Warrenville qualities that limit marketplace and development opportunities. "Opportunities" were marketplace trends that aligned with Warrenville's resources and community aspirations. While many of Warrenville's assets and strengths are shared by many peer communities, others are more particular to the City and were used to help define a distinctive regional brand position.

Resources: Strengths • World class business park (Cantera) "Common" Strengths • New innovative world class businesses (Amazon) • Efficient Government • Access to quality talent and employment opportunities • Safe Community • Unique businesses (Two Brothers Artisan Brewing, Ed Hoy's Art Glass & • Good Schools Supplies) • Library • Proximity to Fermilab • Parks • Access to I-88 Resources: Weaknesses / Cautions • Artists and performing groups • Small town image without a classic Main Street • Proximity to quality resources such as health care facilities and • Barriers between living and working centers educational institutions • Recreational rather than commuter bicycle trails • Easy access to quality shopping options • Low market profile (outside audiences have trouble locating the • DuPage riverfront community) • Presence of high end office • Under-appreciated geographic location • Entertainment destinations • Potential for highly visible new development Marketplace: Opportunities • Potential for highly visible public improvements • New millennials buying homes • Active community volunteering • Logistics replacing retail • Proximity to the DuPage Airport • Pop-up retail • Warrenville lacks traffic congestion – easy to get around • Rise of multi-modal commuting and telecommuting • Housing values compared to surrounding area "Differentiating" Strengths • Permanent renters • Warrenville is a community with choices • Google maps navigation elevates accessibility • Small town character and identity • Cherished sense of community Marketplace: Threats • Recreational assets / trails / rivers / lakes • Employment moving to Downtown Chicago • Strategic location along County's most expansive greenway system • Office real estate weakness • "Independence Day" • Lack of I – 88 corridor identity • Festival and event space (and growth potential) • Higher profile neighbors (Naperville, Wheaton)

POSITIONING: MILLENNIAL MULTI MODAL HOME BUYERS ONE SURE GOOD THING COMMUTING AND PERMANENT TELECOMMUTING RENTERS CHERISHED SENSE OF COMMUNITY GOOGLE MAPS LOGISTICS HOUSING NAVIGATION VALUES GREENWAY PROXIMITY TO LOCATION FERMILAB POP-UP RETAIL MARKETPLACE RECREATIONAL OPPORTUNITIES ASSETS EVENT SPACE POTENTIAL

EFFICIENT COMMUNITY CHOICES MARKET TWO BROTHERS CONFIDENT POSITION WORLD CLASS BUSINESS PARK “INDEPENDENCE COMMUNITY RESOURCES DAY” ASPIRATIONS (DIFFERENTIATING STRENGTHS) SMALL TOWN TALENT AND CHARACTER INNOVATIVE FRIENDLY EMPLOYMENT NEW BUSINESSES ACCESS

4 Next Steps This memorandum summarizes the work completed in Phase 1 under the guidance provided by the project Advisory Committee and Project Work Group, and presented to the City Council on April 11, 2017 (the presentation slides are included in the Appendix section of this document). In the second phase of the project, a marketing plan will be drafted covering key ideas and supporting messages customized for specific goals – civic, business, residential, and visitors. The preliminary marketing plan will also outline advertising, promotion and special event opportunities to support the brand strategy. This plan will suggest a strategic approach to refinement, identification and execution of City-wide and department specific regional positioning / branding goals and objectives.

Initially, the preliminary community marketing plan will propose as many as three alternative marketing themes and marketing identity (logo/symbol, motto and/or tagline, color, typography and other graphic elements) concepts that align with and support Warrenville’s regional position. These concepts will be tested on a variety of potential applications such as a website pages, a marketing brochure cover, a press release letterhead and a community fact sheet, and other key communications identified in the preliminary marketing plan.

5 Communications Review

We reviewed current marketing and promotional materials including: •• DuPage Convention and Visitor’s Bureau website’s Warrenville page (including video), DuPage County Visitors Guide Metro West (5/16), and Weekend Road Trips brochure (9/13) •• City of Warrenville Directory/Map Visitor’s Guide •• City of Warrenville brochure •• City calendar •• Western DuPage Chamber of Commerce website, 2015 Area Guide & Membership Directory and Map & Directory •• Warrenville Park District website •• Warrenville Historical Society website, 50th anniversary script on City’s incorporation •• Warrenville Monthly newsletter Hometown Happenings •• Warrenville Arts Council website •• Warrenville Public Library website and Spring 2017 brochure •• Wheaton-Warrenville District 200 Student Excellence Foundation website and brochure*

DuPage: OK as far as summarizing Warrenville (video is not bad) but while identifiers are appropriate, lack of a real identity. Pretty much the same can be said for the Visitor’s Guide – continues the changing Warrenville type.

Brochure is dated and lacks a sense of differentiation – Title Page: “A Western Suburb”.

The Western Chamber materials are even less supportive of an identity for Warrenville. The Park District, Library, Historical Society and Wheaton Warrenville District 200 materials show important community elements but would benefit from a unifying identity.

50th Script and Newsletter are effective communications without a strong sense identity.

Summary Warrenville does a good job at managing the public perception and managing an attractive image to neighboring communities. None of the neighboring communities has a differentiating identity program, except perhaps for Lombard, which makes this especially timely and opportunistic for Warrenville to separate and distinguish the community.

6 Peer Communities Branding Review

On the following pages is a summary of the branding identities of the municipalities identified by City Staff as peer communities.

The peer communities are organized by the principle visual elements used for their primary identifiers / logos such as trees / flowers, monograms and structures, etc.

The goal of this review is to help ensure that branding elements developed in Phase 2 of the project will be clearly differentiated from those of City's peer communities.

The key takeaway from this review is that most of the Warrenville's peer communities have identities that are far too complex and detailed to meet the needs of today's municipal communications applications, especially in regards to those accessed by mobile devices.

7 Identity Imagery: Elmhurst, Illinois Trees / Flowers

Geneva Illinois

Lisle, Illinois

Willow Springs, Illinois

Downers Grove, Illinois

8 Identity Imagery: Rosemont, Illinois Trees / Flowers

Lombard, Illinois

Roselle, Illinois

Woodridge, Illinois

Hanover Park, Illinois

9 Identity Imagery: Romeoville, Illinois Water

Montgomery, Illinois

Joliet, Illinois

10 Identity Imagery: Bloomingdale, Illinois Structures

Glen Ellyn, Illinois

Itasca, Illinois

Elgin, Illinois

St. Charles, Illinois

11 Identity Imagery: Plainfield, Illinois Structures

Bartlett, Illinois

Wheaton, Illinois

West Chicago, Illinois

12 Identity Imagery: Batavia Illinois Structures

Lockport, Illinois

Winfield, Illinois

13 Identity Imagery: Aurora, Illinois Monograms

Bensenville, Illinois

Carol Stream, Illinois

Lemont, Illinois

Willowbrook, Illinois

14 Identity Imagery: Wayne, Illinois Trees / Structures

Villa Park, Illinois

Glendale Heights, Illinois

Naperville, Illinois

Bolingbrook, Illinois

15 Identity Imagery: Addison, Illinois Patriotic Elements

16 This Page Left Intentionally Blank

17 Appendix

18 April 10, 2017 City Council Presentation

City of Warrenville Regional Brand Positioning Preliminary Regional Positioning

Presented by Business Districts, Inc. in Association with Cindy Bohde Enterprises, Inc. and wohltgroup

April 10, 2017

PROJECT PROGRESS

19 PROJECT GOAL

Create an authentic regional position for Warrenville and supporting marketing strategy that clearly differentiates the City from peer communities, and attracts the interest of investors and new residents.

THE IMPORTANCE OF DIFFERENTIATION

FINE FAMILY HIGH END DINING? FRIENDLY? SHOPPING?

BOUTIQUE ARTS & DESTINATION SHOPPING? CULTURE? ENTERTAINMENT??

HISTORIC CUTTING EDGE CORPORATE LEGACY? GREEN? OFFICES?

20 ONE SURE GOOD THING... THEN LEVERAGE

REGIONAL POSITIONING SHARPENS DEVELOPMENT FOCUS

Market Position

INDUSTRIAL Primary OFFICE Goal

RETAIL Objective Objective Objective Objective Objective Objective Objective

Strategy Strategy Strategy Strategy Strategy Strategy Strategy

NEW Strategy Strategy Strategy Strategy Strategy Strategy Strategy HOMES Strategy Strategy Strategy Strategy Strategy Strategy Strategy

Strategy Strategy Strategy Strategy Strategy Strategy Strategy

21 KEY ELEMENTS SUMMARY

MARKETPLACE OPPORTUNITIES

MARKET POSITION COMMUNITY AVAILABLE ASPIRATIONS RESOURCES

RESOURCES

22 RESOURCES: STRENGTHS

“COMMON” STRENGTHS “DIFFERENTIATING” STRENGTHS • Efficient Government • Warrenville is a community with choices • Safe Community • Small town character and identity • Good Schools • Cherished sense of community • Library • Recreational assets/ trails / rivers / lakes • Parks • Strategic location along County’s most expansive greenway system • Access to I-88 • “Independence Day” • Artists and performing groups • Festival and event space (and growth potential) • Proximity to quality resources such as health care flacities and educational institutions • World class business park (Cantera) • Easy access to quality shopping options • New innovative world class businesses (Amazon) • DuPage riverfront • Access to quality talent and employment opportunities • Presence of high end office • Unique businesses (Two Brothers Artisan Brewing, Ed Hoy’s Art Glass & • Entertainment destinations Supplies) • Potential for highly visible new development • Proximity to Fermilab • Potential for highly visible public improvements • Active community volunteering • Proximity to the DuPage Airport • Warrenville lacks traffic congestion – easy to get around

RESOURCES: WEAKNESSES / CAUTIONS

• Small town image without a classic Main Street • Barriers between living and working centers • Recreational rather than commuter bicycle trails • Low market profile (outside audiences have trouble locating the community) • Under-appreciated geographic location

23 AUTHENTICITY: FACT CHECK

• Fits regional average/median 30-Minutes Warrenville City Hall • “Undifferentiated” Residents 13,465 2,036,990 Employees 8,142 1,160,567 • Opens possibilities Jobs/Household 1.6 1.6 Median Age 37.5 37.9 Average Income $102,321 $107,208 Median Income $78,093 $78,514 Per Capita Income $38,280 $38,073 Source: © 2014 Experian, Inc., CMAP, BDI

HOUSING VALUE MIX AUTHENTICITY: Housing Value Mix SMALL TOWN VS. SUBURB 100%

90% • Balanced housing mix 80% – Entry to move-up to retire 70% – Prices 60% 50%

• Distinct borders 40% • Friendly neighborhoods 30% 20% • Connected government 10%

0% • Work, live, play community Warrenville Aurora Naperville West Chicago Wheaton • Regional niche

24 IMAGE POLL Please rate each of the following aspects of quality of life in Warrenville:

• Safety is very important Excellent & Answer Options Above Average • Friendliness is differentiating General safety 86.5% • Overall “Place to Live” positive Community Friendliness 80.5% • Appearance and pedestrian Warrenville as a place to live 77.3% safety worrisome Pedestrian safety 55.7% • Cost of living and housing The general appearance of Warrenville 49.9% options average okay The cost of living in Warrenville 42.7% Housing options in Warrenville 41.8%

IMAGE POLL How would you describe the quality of these Warrenville resources?

Excellent & Removed “I don’t know” Answer Options Above Average • Youth Sports & Employment Bicycle Routes 78.9% 25%+ Schools 75.0% • Others under 12% Library 72.6% Compliments to government Parks 71.9% • Bike Routes Youth Sports 52.9% • Schools Walkabilty 42.4% • Library Housing Variety 32.0% • Parks Employment 17.7% Dining 17.5% Shopping 14.1%

25 IMAGE POLL Evaluate Your Experience at these Warrenville Events:

Never Excellent & Event Attended Attended Responses Above Average Independence Day Celebration 13.9% Independence Day Celebration 81.3% Summer Daze 18.8% Concerts on the Commons 79.1% Concerts on the Commons 28.7% National Night Out 75.5% Art on the Prairie/Music Festival 37.5% Fall Family Fun Fest 68.4% Holly Days 42.3% Summer Tea 66.7% National Night Out 54.2% Summer Daze 64.8% Arbor Day Celebration 57.3% Arbor Day Celebration 62.6% Fall Family Fun Fest 57.8% Holly Days 62.2% Bike Rodeo 62.2% Bike Rodeo 61.4% Summer Tea 83.2% Art on the Prairie/Music Festival 59.1%

AUTHENTICITY: UNIQUE GREENWAY N

MARKETPLACE

F O

X N

POSITIONING: R N I V ARLINGTON E 94

R PARK 90 294

WARRENVILLE “BRAND EXPERIENCE” RACETRACK T

A EMMENS I CULTURAL L WOODFIELD CENTER MALL 29O CHARLESTOWNE MALL DOWNTOWN KANE CHICAGO  DU PAGE O’HARE ST. CHARLES COUNTY WHEATON COUGARS COUNTY INTERNATIONAL COLLEGEINAIRPORT FAIRGROUNDS YORKTOWNROSEMONT DOWNTOWN COLLEGE OF 290 MALL 90 GENEVA FERMILAB DU PAGE FRANK LLOYD WRIGHT HOME AND STUDIO DOWNTOWNCHICAGO CHARLESTOWNE PREMIER CANTIGNY DOWNTOWN 294 MALL WHEATON, MORTON ELMHURST WHEATONOUTLETSDOWNTOWNPARK ELMHURST DU PAGE COLLEGE ARBORETUM DOWNTOWN  COUNTY GLEN ELLYN MEMORIAL ST. CHARLES 88 HOSPITAL ELMHURST 290 88 DUPAGE COUNTY FAIRGROUNDS NAPERVILLE UNIVERSITYCOLLEGE WAUBONSEEAIRPORT HOLLYWOOD CASINOCOLLEGE OF EXTENSIONS MIDWESTERN DOWNTOWN COMMUNITY AURORA WEST DU PAGE WARRENVILLEFOREST PRESERVE AURORA YORKTOWN UNIVERSITY GENEVA CHICAGOCOLLEGE DOWNTOWN BENEDICTINE CANTIGNY NAPERVILLEMALL OAKBROOK BROOKFIELD PREMIER PARAMOUNT PARK CENTERNORTH UNIVERSITY ZOO BLACKBERRYOUTLETS FERMILAB PHILLIPSMORTON FARM THEATRE ARBORETUM CENTRAL PARK ZOO MIDWESTERNCOLLEGE GREENE VALLEY 55 88 NAPERUNIVERSITY SPLASH COUNTRY NAPERVILLE UNIVERSITYWESTFIELD SETTLEMENT FORESTDOWNTOWN PRESERVE WAUBONSEE WATER PARK AURORAEXTENSIONS FOX VALLEY HINSDALE COMMUNITY HOLLYWOOD CASINODOWNTOWN R COLLEGE AURORA LITTLENAPERVILLE WHITE UNIVERSITYNORTHRUSH COPLEY DOWNTOWN ARGONNE NATIONAL E PARAMOUNT CENTRAL THE PROMENADE IV PHILLIPSSCHOOL MUSEUM MED CENTERBENEDICTINE DOWNERS GROVE LABORATORY R MIDWAY BLACKBERRY THEATRE PARK ZOO COLLEGE UNIVERSITY BOLINGBROOK S AIRPORT FARM RAGING WAVES SPRINGBROOK NE NAPER BOUNCE TOWN O’HARE WOODS AI WATER PARK SETTLEMENT FOREST355 PRESERVE PL SPLASH COUNTRY AURORA WESTFIELD FOREST PRESERVER S FOX VALLEYFOX VALLEY IVE DE WATER PARK FARNSWORTHUNIVERSITY RUSH COPLEY WINERY OSWEGO S R HOUSE PADDLEMED CENTER THE INE PRAIRIE POINT PARK LAKE HENWICK PLA ISLE A LA FOX THE PROMENADE ES CACHE MUSEUM ARRANMOREBOLINGBROOK FARM ROOKERY D 294 RAGING WAVES R SAW WEE-KEE E ARGONNE NATIONALLEWIS WATER PARK FOX VALLEYIV PARK & POLO CLUB R BOUNCE TOWN LABORATORYUNIVERSITY WINERYX DOWNTOWN EMERSON CREEK O SILVER SPRINGS YORKVILLE POTTERY & TEA ROOM ISLE A LA55 R F CACHE MUSEUM 355 RIVE STATE PARK FOX ARRANMORE FARM LEWISDOWNTOWN EMERSON CREEK & POLO CLUB UNIVERSITYPLAINFIELD LOUIS JOLIET POTTERY & TEA ROOM MALL GAYLORD DOWNTOWN PLAINFIELD BUILDING RIALTO SQUARE JOLIET SLAMMERS & THEATRE SILVER CROSS FIELD LOUIS JOLIET MALL HARRAH’S 80 JOLIET 55 JOLIET JUNIOR 57 COLLEGE 80

27 Site Selection Site Selection March 06, 2017 March 06, 2017

Overview map showing the requested trade area(s) around Chicago Loop, (latitude, longitude:Overview map showing the requested trade area(s) around Chicago Loop, (latitude, longitude: 41.876463, -87.627296): 41.876463, -87.627296):

LIBERTYVILLE LAKE BLUFF HIGHWOOD HIGHLAND PARK N LAKE FOREST N VERNON HILLS LINCOLNSHIRE

DEERFIELD KILDEER WHEELING PALENTINE INVERNESS ARLINGTON HEIGHTS

HOFFMAN ESTATES HOFFMAN ESTATES

HANOVER PARK BARTLETT BLOOMINGDALE

CAROL STREAM WEST CHCAGO

WHEATON CHICAGO CHICAGO LOOP LOOP WARRENVILLE WARRENVILLE

NAPERVILLE NAPERVILLE

BOLINGBROOK BOLINGBROOK LEMONT ROMEOVILLE

PLAINFIELD ORLAND PARK ROMEOVILLE HOMER GLEN TINLEY PARK GARY PORTER LOCKPORT LAKE STATION FRANKFORT MUNSTER NEW LENOX HIGHLAND HOBART SCHEREVILLE CHICAGO HEIGHTS MERRILLVILLE MATTESON DYER FRANKFORT PARK FOREST

ST. JOHN “40-minute Drive Time Communities” from the Chicago Loop “30-mile Radius Communities” from the Chicago Loop Copyright 2006-2014 TomTom. All rights reserved. This material is proprietary and the subject of copyright protection, database right protection and other intellectual property rights owned by TomTom or Copyright 2006-2014 TomTom. All rights reserved. This material is proprietary and the subject of copyright protection, database right protection and other intellectual property rightsits suppliers. owned by The TomTom use of this or material is subject to the terms of a license agreement. Any unauthorized copying or disclosure of this material will lead to criminal and civil liabilities. its suppliers. The use of this material is subject to the terms of a license agreement. Any unauthorized copying or disclosure of this material will lead to criminal and civil liabilities.

Trade Areas (in miles) - 30 Trade Area (in drivetime minutes) - 40

© 2017 Alteryx, Inc. All rights reserved. Alteryx is a registered trademark of Alteryx, Inc. © 2017 Alteryx, Inc. All rights reserved. Alteryx is a registered trademark of Alteryx, Inc. Alteryx, Inc. - [email protected] - www.alteryx.com - 888 836 4274 Page 1 of 1 Alteryx, Inc. - [email protected]: - www.alteryx.com - 888 836 4274 OPPORTUNITIES Page 1 of 1

• New millennials buying homes • Logistics replacing retail • Pop-up retail • Rise of multi-modal commuting & telecommuting • Housing value compared to surrounding area • Permanent renters • Google maps navigation elevates accessibility

28 MARKETPLACE: THREATS

• Employment moving to Downtown Chicago • Office Real Estate weakness • Lack of I– 88 corridor identity • Higher profile neighbors – Naperville – Wheaton

PEER COMMUNITY AND COMMUNICATIONS REVIEWS

Identity Imagery: Elmhurst, Illinois Communications Review Summary Trees / Flowers Warrenville does a good job at managing the public perception and managing an attractive Geneva Illinois image to neighboring communities. None of the neighboring communities has a differentiating Lisle, Illinois identity program, except perhaps for Lombard, which makes this especially timely and Willow Springs, Illinois opportunistic for Warrenville to separate and distinguish the community.

Downers Grove, Illinois

29 ASPIRATIONS

ASPIRATIONS: ECONOMIC DEVELOPMENT

Economic development embraces the creation of quality jobs and the expansion of the local tax base through the growth of companies, population and the organizations that serve markets within and beyond the community.

30 ASPIRATIONS: INTERVIEW TAKEAWAYS

• Talked to 25 stakeholders • Commitments for diverse participation access from Library and Peter Aguillera • Internal audiences sing from the same hymnal: – Warrenville has many attractive quality of life features – Extraordinary sense of community – Small town character is cherished – There’s an “old guard / new guard” presence, but not necessarily a problem – Outside audience recognize “Warrenville” name but not location – Outside audiences are generally not aware of City’s assets – Outside audiences generally perceive Cantera to be in Naperville

IMAGE POLL VERY How do those who don’t live UNDESIRABLE or work in the City perceive Warrenville as a community VERY overall? DESIRABLE

• “I don’t know” removed SOMEWHAT (17.9%) UNDESIRABLE • 64.8% responded “somewhat desirable or very desirable” SOMEWHAT DESIRABLE

31 How would you describe the What should the “personality” of “personality” of Warrenville:? Warrenville be to make it more appealing to families?

How would you describe the What should the “personality” of “personality” of Warrenville:? Warrenville be to make it more appealing to business?

32 PRELIMINARY BRAND

POSITIONING

F O

X N

POSITIONING: R N I V ARLINGTON E 94

R PARK 90 294

WARRENVILLE “BRAND EXPERIENCE” RACETRACK T

33 POSITIONING: ONE SURE GOOD THING

34 POSITIONING STATEMENT The operative word for Warrenville is “NATURAL.” Warrenville is a NATURAL destination for active recreational enthusiasts and the businesses that support them because of its location at the nexus of DuPage County’s most expansive greenway system comprised of forest preserves, trails, rivers and lakes. Warrenville is a NATURAL location for companies seeking to attract talent and grow their businesses because of its access to the I-88 Illinois Technology and Research Corridor, its location halfway between Interstate 355 and the Fox River valley, its range of office / industrial space options and its easy access to world class quality of life amenities. Warrenville is a NATURAL location for investors because of the opportunities along its emerging Route 59 corridor. Finally, Warrenville is a NATURAL location to live and raise a family because of its outstanding schools, range of residential living options, proximity to quality jobs, numerous recreational and entertainment amenities, small town character and, above all, its cherished sense of community.

BRAND PROMISE Warrenville will be naturally recognized for its abundant recreational amenities, premier DuPage County location for businesses, investor opportunities and range of residential living options.

35 Image Poll Results

Warrenville Image Poll

Q1 Please rate each of the following aspects of quality of life in Warrenville:

Answered: 504 Skipped: 0

General safety

Community Friendliness

Warrenville as a place to live

Pedestrian safety

The general appearance o...

The cost of living in...

Housing options...

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Excellent & Above Average Average Below Average Awful

Excellent & Above Average Average Below Average Awful Total

General safety 86.48% 10.93% 2.39% 0.20% 435 55 12 1 503

Community Friendliness 80.52% 16.10% 3.38% 0.00% 405 81 17 0 503

Warrenville as a place to live 77.28% 17.85% 3.45% 1.42% 381 88 17 7 493

Pedestrian safety 55.73% 35.21% 7.65% 1.41% 277 175 38 7 497

The general appearance of Warrenville 49.90% 34.00% 13.12% 2.98% 251 171 66 15 503

The cost of living in Warrenville 42.68% 47.07% 8.16% 2.09% 204 225 39 10 478

Housing options available in Warrenville 41.81% 46.85% 9.66% 1.68% 199 223 46 8 476

1 / 18

36 Warrenville Image Poll

Q2 How would you describe the quality of these Warrenville resources?

Answered: 504 Skipped: 0

Parks

Bicycle Routes

Library

Schools

Walkabilty

Youth Sports

Housing Variety

Dining

Shopping

Employment

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Excellent & Above Average Average Below Average Awful

Excellent & Above Average Average Below Average Awful Total

Parks 71.86% 23.89% 4.05% 0.20% 355 118 20 1 494

Bicycle Routes 78.91% 17.01% 3.40% 0.68% 348 75 15 3 441

Library 72.63% 22.53% 4.42% 0.42% 345 107 21 2 475

Schools 75.00% 21.17% 3.15% 0.68% 333 94 14 3 444

Walkabilty 42.42% 35.56% 17.98% 4.04% 210 176 89 20 495

Youth Sports 52.91% 37.92% 8.26% 0.92% 173 124 27 3 327

2 / 18

37 Warrenville Image Poll

Housing Variety 32.02% 53.43% 12.06% 2.49% 154 257 58 12 481

Dining 17.47% 44.38% 30.92% 7.23% 87 221 154 36 498

Shopping 14.06% 39.16% 35.14% 11.65% 70 195 175 58 498

Employment 17.72% 52.12% 25.66% 4.50% 67 197 97 17 378

3 / 18

38 Warrenville Image Poll

Q3 Evaluate your experience at these Warrenville events:

Answered: 502 Skipped: 2

Independence Day Celebration

Concerts on the Commons ...

Summer Daze

Art on the Prairie/Musi...

Holly Days

National Night Out

Fall Family Fun Fest

Arbor Day Celebration

Bike Rodeo

Summer Tea

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Excellent & Above Average Average Below Average Awful

Never Attended

Excellent & Above Average Average Below Average Awful Never Attended Total

Independence Day Celebration 69.92% 14.14% 1.59% 0.40% 13.94% 351 71 8 2 70 502

Concerts on the Commons on Wednesdays 56.37% 14.14% 0.60% 0.20% 28.69% 283 71 3 1 144 502

Summer Daze 52.60% 23.00% 5.20% 0.40% 18.80% 263 115 26 2 94 500

Art on the Prairie/Music Festival 36.93% 20.96% 3.19% 1.40% 37.52% 185 105 16 7 188 501

Holly Days 35.87% 18.44% 3.21% 0.20% 42.28% 179 92 16 1 211 499

National Night Out 34.60% 9.20% 1.40% 0.60% 54.20% 173 46 7 3 271 500

4 / 18

39 Warrenville Image Poll

Fall Family Fun Fest 28.88% 11.55% 1.39% 0.40% 57.77% 145 58 7 2 290 502

Arbor Day Celebration 26.75% 14.37% 1.60% 0.00% 57.29% 134 72 8 0 287 501

Bike Rodeo 23.20% 13.00% 1.20% 0.40% 62.20% 116 65 6 2 311 500

Summer Tea 11.20% 5.00% 0.40% 0.20% 83.20% 56 25 2 1 416 500

5 / 18

40 Warrenville Image Poll

Q4 How important are these factors in defining Warrenville?

Answered: 502 Skipped: 2

Parks & Recreation...

Housing prices

School quality

Nearby employment

Walkability

Shopping options

Dining options

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Very & Somewhat important Somewhat unimportant Very unimportant

Very & Somewhat important Somewhat unimportant Very unimportant Total

Parks & Recreation quality 96.99% 2.21% 0.80% 483 11 4 498

Housing prices 97.37% 2.63% 0.00% 481 13 0 494

School quality 97.33% 1.65% 1.03% 473 8 5 486

Nearby employment 89.86% 8.07% 2.07% 434 39 10 483

Walkability 87.07% 10.51% 2.42% 431 52 12 495

Shopping options 81.40% 15.80% 2.80% 407 79 14 500

Dining options 79.80% 18.60% 1.60% 399 93 8 500

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41 Warrenville Image Poll

Q5 How do those who don’t live or work in the City perceive Warrenville as a community overall?

Answered: 498 Skipped: 6

Very Undesirable Very Desirable

Somewhat Undesirable

Somewhat Desirable

Answer Choices Responses

Very Desirable 12.71% 52

Somewhat Desirable 52.08% 213

Somewhat Undesirable 30.81% 126

Very Undesirable 4.40% 18

Total 409

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42 Warrenville Image Poll

Q6 Are the perceptions of Warrenville’s existing image by those who don’t live or work in the City accurate?

Answered: 500 Skipped: 4

Very Inaccurate Very Accurate

Somewhat Inaccurate

Somewhat Accurate

Answer Choices Responses

Very Accurate 12.37% 49

Somewhat Accurate 54.04% 214

Somewhat Inaccurate 23.48% 93

Very Inaccurate 10.10% 40

Total 396

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43 Warrenville Image Poll

Q7 How would you describe the “personality” of Warrenville: (Choose as many as 3 answers)

Answered: 493 Skipped: 11

0 200 400 600 800 1000 1.2k 1.4k 1.6k 1.8k 2k

Friendly Easy-going Quiet Likeable Boring Efficient

Confident Self-assured Troubled Outgoing Aggressive

Answer Choices Responses

Friendly 66.33% 327

Easy-going 63.08% 311

Quiet 49.49% 244

Likeable 43.61% 215

Boring 13.39% 66

Efficient 12.58% 62

Confident 7.51% 37

Self-assured 6.29% 31

Troubled 6.09% 30

Outgoing 4.87% 24

Aggressive 1.42% 7

Total Respondents: 493

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44 Warrenville Image Poll

Q8 What should the “personality” of Warrenville be to make it more appealing to families seeking new homes: (Choose as many as 3 answers)

Answered: 486 Skipped: 18

0 200 400 600 800 1000 1.2k 1.4k 1.6k 1.8k 2k

Friendly Likeable Efficient Confident Easy-going Quiet

Outgoing Other (please specify) Self-assured Aggressive Boring

Troubled

Answer Choices Responses

Friendly 70.78% 344

Likeable 49.18% 239

Efficient 31.28% 152

Confident 27.57% 134

Easy-going 27.16% 132

Quiet 26.95% 131

Outgoing 26.75% 130

Other (please specify) 13.17% 64

Self-assured 11.73% 57

Aggressive 2.47% 12

Boring 0.62% 3

Troubled 0.21% 1

Total Respondents: 486

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45 Warrenville Image Poll

Q9 What should the “personality” of Warrenville be to make it more appealing to business seeking a new location: (Choose as many as 3 answers)

Answered: 484 Skipped: 20

0 200 400 600 800 1000 1.2k 1.4k 1.6k 1.8k 2k

Efficient Confident Friendly Outgoing Likeable Self-assured

Aggressive Easy-going Other (please specify) Quiet Boring

Troubled

Answer Choices Responses

Efficient 65.70% 318

Confident 50.83% 246

Friendly 39.46% 191

Outgoing 29.34% 142

Likeable 27.07% 131

Self-assured 24.59% 119

Aggressive 15.29% 74

Easy-going 11.16% 54

Other (please specify) 10.74% 52

Quiet 4.13% 20

Boring 0.41% 2

Troubled 0.00% 0

Total Respondents: 484

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46 Warrenville Image Poll

Q10 When you chose your current home, how important were these factors in choosing its location?

Answered: 500 Skipped: 4

Housing value for the price

Property taxes

Proximity to job location

Lot size

Proximity to extended family

Children continuing i...

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Very & Somewhat important Somewhat unimportant Very unimportant

Very & Somewhat important Somewhat unimportant Very unimportant Total

Housing value for the price 96.94% 2.65% 0.41% 475 13 2 490

Property taxes 92.99% 5.57% 1.44% 451 27 7 485

Proximity to job location 83.92% 9.48% 6.60% 407 46 32 485

Lot size 77.73% 14.85% 7.42% 377 72 36 485

Proximity to extended family 67.36% 14.88% 17.77% 326 72 86 484

Children continuing in the same school 66.59% 8.41% 25.00% 277 35 104 416

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47 Warrenville Image Poll

Q11 How long have you lived in Warrenville?

Answered: 497 Skipped: 7

I do not live in Warrenville

Less than 5 years

5 to 10 years 10 or more years

Answer Choices Responses

I do not live in Warrenville 13.68% 68

Less than 5 years 11.47% 57

5 to 10 years 10.87% 54

10 or more years 63.98% 318

Total 497

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48 Warrenville Image Poll

Q13 Choose the answer that best describes your household.

Answered: 495 Skipped: 9

Other I live alone

We are a family We are the type of with pre-school or two person family school aged commonly called children living ... "empty nester"

We are the type of two person family commonly called We are a household "DINKS" (Double... composed of two or more adults

Answer Choices Responses

I live alone 11.31% 56

We are the type of two person family commonly called "empty nester" 20.20% 100

We are the type of two person family commonly called "DINKS" (Double Income No KidS) 11.31% 56

We are a household composed of two or more adults 18.99% 94

We are a family with pre-school or school aged children living in the home 32.32% 160

Other 5.86% 29

Total 495

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49 Warrenville Image Poll

Q14 Please choose the category that matches your age.

Answered: 497 Skipped: 7

75 or older Under 20 20 to 24 65 to 74 25 to 34

35 to 44

55 to 64

45 to 54

Answer Choices Responses

Under 20 0.80% 4

20 to 24 1.61% 8

25 to 34 12.07% 60

35 to 44 21.13% 105

45 to 54 21.33% 106

55 to 64 25.96% 129

65 to 74 14.49% 72

75 or older 2.62% 13

Total 497

16 / 18

Business Districts, Inc.

Bridge Lane Director

(847) 971 8635 tel [email protected]